... analytical comprehensiveness ( AC ) as a systematic measure to evaluate how thoroughly the foundational dimensions of value co-creation – value proposition and value-in-use – are engaged. Findings The longitudinal analysis reveals both intuitive and counterintuitive patterns. While integration has...

...Andre Nijhof; Marjolein Bakker; Henk Kievit Purpose This paper aims to elucidate what concepts of encroachment in business-to-consumer markets explain the market share increase of companies with sustainability value propositions. It documents the encroachment field, analyses the practice of ten...